SWEDEN Law and Practice Contributed by: Karl Ole Möller, Nordia Law
1.4 Disciplinary Proceedings A regulatory or disciplinary offence by an ath - lete (including doping matters) will normally be determined by a disciplinary committee or simi - lar body in line with the relevant NGB’s internal rules. 2. Commercial Rights 2.1 Available Sports-Related Rights In addition to sponsorship and broadcasting rights, there are several other notable sports- related commercial rights in Sweden, such as merchandising, hospitality and ticketing. Merchandising involves the sale of branded products such as apparel, accessories and memorabilia. Sports clubs and organisations often partner with manufacturers and retailers to produce and sell merchandise featuring team logos, colours and player images. This not only generates revenue but also helps build and maintain fan loyalty. Hospitality rights often include premium seating at the venue, exclusive access to lounges and special event packages for fans and corporate clients. Sports venues and clubs offer hospitality services to enhance the spectator experience, often at a higher price point. These services can include catered meals, private viewing areas and meet-and-greet opportunities with athletes. Ticketing is a crucial commercial right, encom - passing the sale of tickets for sporting events. This includes primary ticket sales through offi - cial channels and secondary ticket sales through resale platforms. The availability of secondary ticket sales allows fans to purchase tickets from other individuals, often at different prices. Sweden has implemented the EU Online Ticket
deviant gambling patterns and suspicions of match-fixing to the Swedish Gambling Authority. In 2015, the Swedish Sports Confederation adopted a general code to fight the manipula - tion of sporting competitions, covering all sports in Sweden. The code was revised in 2019 and applies to all members of the federation (ie, the special NGBs for each sport, clubs and individ - ual athletes who participate in sport activities for a club). Under the code, sanctions may be imposed on individuals (temporary ban for up to ten years), fines for NGBs and clubs as well as cancellation of results achieved in competi - tions, etc. In January 2025, the Swiss company Sportradar reported a significant decrease in the number of suspected match-fixing cases in Europe and Sweden. The Swedish Professional Football League has been working for many years to con - tinuously educate and raise awareness among elite club players and leaders on the issue, which is considered one of the contributing factors for the decline. 1.3 Betting The new Gambling Act has created better opportunities for foreign operators to receive a gambling licence in Sweden. The Act applies to gambling of money, which is allowed in Sweden. The Act is accompanied by secondary legisla - tion, including the Swedish Gambling Tax Act and various regulations on responsible gambling and state lotteries. The Gambling Authority has overall responsibility for licensing and supervis - ing the enforcement of the Gambling Act. Any gambling directed at the Swedish market with - out a licence from the Authority is prohibited.
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